Target launches specialty beauty concept at stores nationwide as Ulta partnership ends

Target is expanding its push into higher-end beauty with a new specialty-style concept that the retailer says is part of its broader effort to return to growth. The Minneapolis-based retailer said Target Beauty Studio will launch Sept. 10 in more than 600 stores nationwide and on Target.com, bringing together more than 1,600 products from 90 prestige, emerging and international brands. More than two-thirds of the brands will be new to Target.

The rollout represents a notable expansion of Target's beauty assortment while adding features more commonly associated with specialty beauty retailers, including dedicated beauty advisers, product testing, rotating product showcases and personalized recommendations.

Target said the new concept is one example of the investments it is making in merchandise and the in-store shopping experience as part of its plans to return to growth. The company operates more than 2,000 U.S. stores.

The assortment will span skincare, makeup, haircare, fragrance, bath and body products, nail care and sun care. Brands joining Target include Sunday Riley and First Aid Beauty in skincare, Briogeo and Nioxin in haircare and several Korean beauty brands, including Amuse, Kaja and Rom&nd.

The announcement comes after the retailer concluded its shop-in-shop partnership with Ulta Beauty. The partnership rolled out in August 2021 and ended this month.

Target is also adding products from international brands, including Mexican beauty company SARELLY and French nail care brand Manucurist, while offering premium fragrances, styling products, sun care and self-tanning products.

Stores with Target Beauty Studio will feature a central display that rotates several times a year to highlight brands, collaborations and seasonal products. The retailer will also offer a dedicated assortment of miniature products designed to give shoppers a lower-cost way to try new items.

The company is tying the concept to its Target Circle loyalty program through exclusive offers and experiences. Target said the first 100 guests at most stores during a Sept. 26 promotional event will receive a Target Circle bonus that can be used to shop Beauty Studio in stores and online.

Target said Beauty Studio will continue to evolve with new brands and products, while its existing beauty assortment will remain alongside the new concept.